任立中臺灣大學：國際企業學研究所鄧雅云Teng, Ya-YunYa-YunTeng2007-11-282018-06-292007-11-282018-06-292007http://ntur.lib.ntu.edu.tw//handle/246246/60401本篇論文主要是利用網路交易資料庫，以Modified Gini係數的概念(反羅倫茲曲線—Inverted Lorenz Curve)，計算出購買次數(Purchasing frequency)、平均購買金額(Monetary value)、造訪網站次數(Visits)以及平均瀏覽網頁數(Page views)的顧客集中度，來分析顧客的網路購物及資訊搜尋行為。並以amazon.com於2004年的實際交易資料進行分析。 依照遞減排序的購買次數和平均購買金額分別計算出造訪次數及瀏覽頁數的Modified Gini係數(MG)，將其和購買次數及購買金額的MG(MGF & MGM)相除，可得出顧客搜尋資訊的行為導向，和購買行為的診斷，進而可依顧客特性制定行銷策略或設計網站外觀、購物流程。Abstract Customer concentration issues are important for online companies. We’re interested in whether concentrations can provide a new perspective to e-commerce websites in order to understand the behaviors of customers and make suitable marketing strategies. Therefore, in this thesis, we use the Modified Gini Coefficient to calculate the customer concentrations of purchasing frequency, monetary value, visits and page views. Furthermore, we propose a diagnostic strategy of comparing MGs pair by pair to analyze the searching propensity of customers. In this way, we can understand the behaviors of customers according to different dimensions of customer concentrations. Websites can make marketing strategies based on the analytical results, which enable companies to segment and target profitable customers more precisely.Content 中文摘要 …………………………………………………………………I Abstract …………………………………………………………………II Content…………………………………………………………………III List of Tables ……………………………………………………………V List of Figures …………………………………………………………VI I. Introduction ………………………………………………………… P.1 1-1 Background …………………………………………………………………… P.1 1-2 Research Motivation ……………………………………………………………P.4 1-3 Research Purpose ………………………………………………………………P.4 1-4 Research Procedure ………………………………………………………………P.7 II. Literature Review……………………………………………………P.8 2-1 Customer Relationship Management (CRM)……………………………………P.8 2-1.1 CRM Perspectives and Definitions …………………………………………P.9 2-1.2 CRM Framework and Implementation………………………………………P.11 2-2 Database Marketing ……………………………………………………………P.13 2-2.1 Definitions of Database Marketing…………………………………………P.13 2-2.2 Functions and Benefits of Database Marketing ……………………………P.15 2-3 Customer Concentration Issues ………………………………………………P.17 2-3.1 80/20 Rule …………………………………………………………………P.18 2-3.2 The Long Tail ………………………………………………………………P.20 2-3.3 Concentration Evaluations Indices …………………………………………P.24 2-4 Customer’s Search Propensity and Behaviors Online …………………………P.34 III. Research Methodology……………………………………………P.39 3-1 The Inverted Lorenz Curve and Modified Gini Coefficient ……………………P.39 3-2 Customer Concentration on Purchase Frequency ………………………………P.42 3-2.1 The Benchmark Concentration of Purchasing Frequency (MGF) …………P.43 3.2.3 Concentration of Page Views on Purchasing Frequency (MGPF) ……………P.44 3-3 Customer Concentrations on Monetary Value …………………………………P.45 3-3.1 The Benchmark Concentration of Monetary Value (MGM) …………………P.45 3-2.2 Concentration of Visits on Monetary Value (MGVM) ………………………P.46 3-2.3 Concentration of Page Views on Monetary Value (MGPM) …………………P.46 3-4 Diagnosis of Concentration Degree ……………………………………………P.47 3-4.1 Concentration Degree Ratio on Purchasing Frequency by Comparing Visits P.48 3-4.2 Concentration Degree Ratio on Purchasing Frequency by Comparing Page Views ………………………………………………………………………………P.50 3-4.3 Concentration Degree Ratio on Monetary Value by Comparing Visits ……P.52 3-4.4 Concentration Degree Ratio on Monetary Value by Comparing Page Views P.54 3-4.5 Summary of Diagnostic Strategies from Concentration Degree Ratio ……P.56 IV. Data Analysis……………………………………………………P.57 4-1 Data Description ………………………………………………………………P.57 4-1.1 Source of Data ………………………………………………………………P.57 4-1.2 Descriptive Statistics ………………………………………………………P.58 4-2 Aggregate Customer Concentration ……………………………………………P.63 4-2.1 All Samples (30,317 Machine IDs) …………………………………………P.63 4-2.2 Buyers ………………………………………………………………………P.67 4-3 Customer Concentration on Purchasing Frequency ……………………………P.72 4-3.1 Total Samples ………………………………………………………………P.72 4-3.2 Buyers ………………………………………………………………………P.80 4-4 Customer Concentration on Monetary Value …………………………………P.87 4-4.1 Total Samples ………………………………………………………………P.87 4-4.2 Buyers ………………………………………………………………………P.94 V. Conclusions………………………………………………………P.101 5-1 Discussion ……………………………………………………………………P.101 5-2 Strategic Implications …………………………………………………………P.104 5-4 Further Researches ……………………………………………………………P.105 5-3 Research Limitations …………………………………………………………P.105 References……………………………………………………………P.108 Appendix……………………………………………………………P.1121287052 bytesapplication/pdfen-US資料庫行銷顧客集中度網路書店GINI係數亞馬遜Database marketingCustomer ConcemtrationE-CommerceGINI Coefficientamazon.comthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60401/1/ntu-96-R94724056-1.pdf